The Center adds body care brand Cyklar to its portfolio
Dive Brief:
Beauty accelerator The Center has brought on body care brand Cyklar, according to a press release.
Founded in October of 2023 by actress and social media personality Claudia Sulewski, Cyklar is based around a single product – a moisturizing body cream.
The Center houses brands such as fragrance brand Phlur, skin care brand Prequel, makeup brand Make Beauty and Iskra Lawrence-founded Saltair. The company’s portfolio also previously included the skin care brand Naturium before it was sold to E.l.f Beauty last year for $355 million.
Dive Insight:
The tie-up with The Center comes less than six months since Cyklar’s founding.
When the brand launched in October, it said products would be available for purchase on its website. With the investment from The Center, Cyklar plans to expand its product range.
The Center, founded by Ben Bennett, is known for working with brands and providing expertise in areas like operations and manufacturing.
“We are thrilled to welcome Claudia Sulewski and Cyklar to our portfolio,” Bennett said in a statement. “Claudia's vision aligns perfectly with The Center's mission to nurture and elevate innovative beauty brands. We are impressed with what she has accomplished with Cyklar so far and are looking forward to collaborating on the brand's next chapter.”
In addition to now being a beauty brand founder, Sulewski is an actress, digital creator and YouTuber who regularly posts lifestyle videos on the platform. She has built an audience of 2.45 million subscribers on her YouTube channel. She also has 2 million followers on Instagram and about 1 million TikTok followers.
When she first launched Cyklar last year, Sulewski expressed her reasons for starting the company in what is an extremely competitive market.
“I dreamt of building a gender-neutral body care company that not only focuses on what ingredients go inside but what's on the outside as well,” she said. “We aspire to redefine personal care by closing the loop on waste in our daily routines. Cyklar’s formulations and packaging go above and beyond to ensure efficacy, experience, inclusivity, and sustainability."
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